Originally Posted by
skid
I dont think PEB has intentionally done bad things either(well,maybe some small misleadings for the good of the company and SP)
I think the things that are going well have to do with the product--and the things that arent going well have to do with selling the product.
I believe they desperately need someone who is a specialist in that area. This is complicated because we dont know enough how the American medical market actually works in detail.
We know that some large pharm companies have a budget that allows then to lobby to doctors which includes lots of sweeteners such as dinners -weekends away at resorts-etc to promote their range of products-PEB obviuosly does not have the budget for that. Perhaps more would agree that going it alone has a serious shortfall in that area.
There obviously needs to be some other strategy to promote the product (while we wait for the KP results and hopefully CMS coverage)
But I dont think we can rely on that to push things through--We dont know what kind of a bargain they will strike if it does come to pass.
somehow they need to get the product recognized to the extent that the patient demands the best product (thats a hard one because patients dont really know about that sort of thing)Its a big world in terms of medicine. The next step is for doctors to demand the best product for their patients-they are the next step in the process.
I believe they need to somehow insert the CX test after the normal blood tests a doctor would do,but before the sending off to the Urologist - To me it seems far better for doctors to use CX as the next logical step BEFORE the urologist--Which is why I think targeting urologists is not the best approach--Now that there is at least some concrete evidence that CX is the best performer -somehow that needs to get through to Doctors ,rather than just Urologists.
The very first basic step is to ask yourself''how do doctors know what tests or products to prescribe?'' (or course they all know about blood tests -but where to from there?) Newsletters?--Pamphlets?( bladder cancer detection has gotten a whole lot easier with CX)
There has been some serious cash burn-and there is going to be more--so we might as well be doing it right--marketing guru?
Even a commission to a large player could work --after all ,its about numbers of tests sold. There must be large players out there who are looking for easy opportunities to compete in any field they are yet to enter.
Most agree,there is a problem--Its now up to management to figure the best way to deal with it.